Etisalat has been recognised as the most valuable of any telecoms “brand portfolios” in the Middle East by London-based brand valuation and strategy consultancy, Brand Finance.

Valued at $7,728 billion, the Etisalat Group portfolio is placed a comfortable $1.5 billion ahead of second-placed Saudi Telecom Company (STC), which emerged as the “most valuable brand” in the region, as per the Brand Finance estimates.

The consultancy values thousands of brands annually to compile its ‘Global 500’ and ‘Telecoms 500’ listings, as well as numerous other sector, region and individual market league tables.

Etisalat’s recognition was mainly due to its focused programme on brand activities, management of significant global sponsorship properties and local events targeted at both consumer and business customers as well as the increased revenues has contributed to the brand value.

The telecom operator has its brand presence in Egypt, Nigeria, Sri Lanka and Afghanistan, the company has ownership stakes in Mobily in Saudi Arabia, Ufone and PTCL in Pakistan, and Maroc Telecom and Moov brands in Africa.

A key contribution to this result was an increase in the strength of its flagship brand, Etisalat, jumping from a rating of AA- last year to AA+ for 2017, Etisalat said in a statement.

This is the first time the consulting firm has evaluated a brand based on its portfolio.

Commenting on Etisalat’s strategy, Brand Finance CEO David Haigh stated: “As well as developing its core brand, Etisalat has pursued a broader brand portfolio strategy as a way to build business value through leveraging branded assets.”

He added: “Brands such as Mobily in Saudi Arabia provide access to very significant GCC markets and in addition, the portfolio approach has provided a foothold in key regional territories adjacent to the Middle East base — for example through Maroc Telecom in North Africa and in Pakistan. The latter gives the opportunity for branded development of a broader converged proposition, involving mobile and fixed line operators Ufone and PTCL.”

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